Hearth & Soul



An Experience That’s More Than a Store

UnderStory launches a new ecommerce hub for Hearth & Soul featuring curated items to make any house a home.

Websites & Apps
SEO & Analytics

Bringing a Physical Store Experience Online

Hearth and Soul is the vision of Tallahassee business woman, mom, volunteer and friend, Susie Busch Transou. The concept was born out of the desire to create a gathering place reminiscent of the home where friends can connect, discover and acquire beautiful, interesting things unique to Tallahassee – including top brands, artisan goods and global finds.

Our challenge was to bring this store online without sacrificing it’s unique experience. Driven by the brand beacon - “More Than a Store”, we set out to create a website experience that exceeds visitor expectations. From subtle animations to a modern clean layout, our solution focuses on wrapping a simple ecommerce experience around the style and sophistication people expect from Hearth & Soul.


Silver Addy Award – Digital Campaign

Shopping Structured Around Your Home

Hearth and Soul is unique in its store layout. Each area is made to mimic a home and changed often throughout the year. From kitchens to closets, each room is an immersive shopping experience. So we strategically structured the website experience similarly to what you would experience in the actual store.